Lap times at the world-famous Nürburgring Nordschleife, known as the most challenging track in the world, are the ultimate competitive benchmark for high-performance cars. When Chevrolet tested the new Camaro ZL1 1LE in Germany, we saw an opportunity to create integrated storytelling that elevated earned media and Chevy’s owned social channels.
Nürburgring lap videos are common, so we needed something as badass and exhilarating as the car itself. Drawing inspiration from the hottest racing video games, we captured the track footage and designed an interactive video interface that made viewers feel like they were behind the wheel. The full 7-minute lap video was released to coincide with Camaro’s media drive, with the Chief Engineer and Nürburgring lap driver present—giving journalists full access for interviews and context.
By combining integrated storytelling with immersive content, we transformed what could have been standard coverage into a global moment for Camaro enthusiasts, amplifying the car’s performance story and creating long-term digital impact.
Highlights:
Nürburgring lap videos are common, so we needed something as badass and exhilarating as the car itself. Drawing inspiration from the hottest racing video games, we captured the track footage and designed an interactive video interface that made viewers feel like they were behind the wheel. The full 7-minute lap video was released to coincide with Camaro’s media drive, with the Chief Engineer and Nürburgring lap driver present—giving journalists full access for interviews and context.
By combining integrated storytelling with immersive content, we transformed what could have been standard coverage into a global moment for Camaro enthusiasts, amplifying the car’s performance story and creating long-term digital impact.
Highlights:
- 182 Online & Print Articles
- 2.3MM Total Views on Facebook & YouTube (no paid support)
- 74% of Facebook Views from Shares
- 42% of Articles Embedded the Full Lap or Teaser Video
Case Study Video
| Campaign Overview PDF |
Full 7-Minute Lap Video
Campaign Images
Credits:
- Creative Leadership: Iain Lanivich
- Creative Directors: Tony Kause, Kris Layher
- ACD/Art Director: Cleveland Thrasher
- ACD/Copywriter: Jaime Perry
- Sr. Producer: Chris Coole
- Producer/Editor: Cassie Kline
- Account/Earned Media: Tida Ball, Shayne Boonie
- Earned Media: Kara Tagle, Chelsea Kubasiak
- Post-Production: Digital Image Studios
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